Assessing Advantage: A Framework for Diagnosing Competitive Superiority

  title={Assessing Advantage: A Framework for Diagnosing Competitive Superiority},
  author={George S. Day and Robin Wensley},
  journal={Journal of Marketing},
  pages={1 - 20}
Strategy is about seeking new edges in a market while slowing the erosion of present advantages. Effective strategy moves are grounded in valid and insightful monitoring of the current competitive position coupled with evidence that reveals the skills and resources affording the most leverage on future cost and differentiation advantages. Too often the available measures and methods do not satisfy these requirements. Only a limited set of measures may be used, depending on whether the business… 

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